Amazon's New Movie is Puzzling

Why is Amazon Studio's first feature film (which is planned to have a theatrical release) a message movie?  With all of its financial resources and the knowledge that high-impact fantasy or superhero based movies dominate the box office why would Amazon's first foray into the movie production/distribution business be a film about inner-city Chicago?

The movie, entitled 'Chi-Raq' (a short play on the phrase 'Chicago Iraq')  is about violence in inner-city Chicago. Directed by Spike Lee and with a named cast, including Jennifer Hudson, Wesley Snipes, John Cusack, Angela Bassett, and Samuel L. Jackson, Amazon stated that the film will definitely have a theatrical release first, followed by an early distribution (four to six weeks after it screens in cinemas) on Amazon's Prime Instant Video ( its internet streaming service).

Amazon has stated that it is seeking to create 10-12 original movies per year that will have production budgets in the $25-50 million range - well below what would be needed to produce a box office bruiser and get cinema seats filled. This is what is puzzling.  Why make message movies when everyone knows these types of films get very little consumer viewing, regardless of the social significance of the subject matter.  Most consumers get more than they need on social issues via the day-to-day media reporting and social networks.  Moviegoing. and to a great extent TV viewing, is about escapism from the social rigors and stresses of day-to-day life.

Local politicians and residents of Chicago, as one might expect, have lodged protests denouncing both Amazon and Lee for use of the title 'Chi-Raq' in reference to gun violence that has left parts of Chicago akin to a war zone. Chicago is known as one of the most violence big cities in America. Its 'reported' murders last year numbered 415. This year, through June, the number of  'reported' homicides  was 294.  The FBI crime rate for Chicago is 485, the U.S. average is 294.  So, Chicago is a very violent city and has been for some years - but who wants to go and see a movie about this violence at their local cinema.  The City Council and Mayor Rahm Emanuel have requested a name change for the movie, particularly in light of the fact, that the movie received a $3 million tax credit from Chicago.

The movie's premise is a modern day version of the Greek mythological tale of  'Lysistrata', in which women withhold sex from men to end war - only is this case to end gun violence through a sex strike. Hey, maybe this movie is a fantasy flick after-all.

Spike Lee with John Cusack at press conference

Selecting Spike Lee was a good choice if your intent is to make a message film.  He is an acclaimed filmmaker but one who has not had a box office hit in many years. His last money maker was 'Inside Man' (2006) which grossed $184 million. However, since then he has had a string of duds, including: 'Old Boy', 'Miracle at St. Anna', and 'Red Hook Summer' 

Unlike Amazon, Netflix is going the mega-movie route - you know, the films people go to the cinema to see.  It recently inked deals with Brad Pitt, Adam Sandler, and Ricky Gervais and will shortly be releasing the sequel to the very successful fantasy film 'Crouching Tiger, Hidden Dragon'.

'Chi-Raq' is scheduled for release in December and it wouldn't surprise me that it gets an Oscar nod.  It's the perfect movie for Hollywood hoi polloi to grab onto.

Just saying,
Jim